Cebu Pacific Crowned Strongest Airline Brand in ASEAN Region

Cebu Pacific, the leading airline in the Philippines, has been named the strongest airline brand in the ASEAN region by Brand Finance. This recognition highlights the airline’s increasing popularity among travelers and its strong reputation for value, reliability, and innovation.

The award reflects Cebu Pacific’s ongoing dedication to making air travel accessible. The airline has implemented significant service improvements, embraced digital transformation, and engaged with local communities to build customer trust and loyalty. “Being named the strongest airline brand in ASEAN reminds us that our strength comes from our people,” stated Candice Iyog, Chief Marketing and Customer Care Officer of Cebu Pacific. Iyog, who received the award personally, expressed gratitude to the airline’s staff, noting their relentless efforts to provide care and professionalism to passengers.

The recognition from Brand Finance derives from an extensive valuation study, which combines consumer perceptions and financial analysis. Insights were gathered from 175,000 respondents across 41 countries, including 25,000 from the Asia Pacific region. The study evaluates brand awareness, consideration, and reputation across 31 sectors, assessing over 6,000 brands using data compiled over nine years.

Cebu Pacific achieved an AAA brand rating and a Brand Strength Index (BSI) score of 86.1. The airline also saw an impressive 86% increase in brand value, rising to US$386 million in 2025 from the previous year.

According to Alex Haigh, Managing Director at Brand Finance Asia Pacific, “Being the strongest airline brand in ASEAN means Cebu Pacific leads the region in critical drivers of brand equity, outperforming competitors in both customer perception and operational reputation.” He further emphasized that this strength translates into resilience and long-term growth potential, reinforcing Cebu Pacific’s position in the airline sector.

Cebu Pacific entered the aviation market in March 1996, pioneering a “low fare, great value” strategy. Since its inception, the airline has transported over 250 million passengers. It now operates the widest domestic network in the Philippines, serving 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.

Brand Finance, based in London, is a leading brand valuation consultancy that connects marketing and finance. Each year, it conducts more than 6,000 brand valuations and publishes over 100 reports ranking brands in various sectors and countries.

Cebu Pacific continues to strengthen its brand through commitment to customer service and innovative travel solutions, solidifying its reputation as a trusted airline in the region.